Mobile research with low tech devices
Transcript of Mobile research with low tech devices
Bringing High Tech
research to Low
Tech devices MaxDiff on feature phones
and low end Androids
Robin de Rooij | SKIM
100%
50%
0%
2012 2014 2016 2018 2020
25%
80%
2022
Mobile
reality =
Smartphone penetration
developing markets
Slow phones
Small 4” screens
Affordability
Source: ITU Nov 2014
100%
50%
0%
India Nigeria Indonesia US
Mobile
reality =
3G / 4G network
penetration
Slow networks
11%
17%
34%
> 70%
Source: GSMA Q42014
2 Million
monthly
active users
200 Countries in total
35% Android users
Invite to participate in research
Enjoy smooth,
beautiful skin
Most gentle
shave ever
Smooth in seconds,
lasts for weeks
Cuts away your hairs
with a sharp blade ?
?
?
?
Typical
Smartphone
➔
➔
-
➔
2x
1x
➔
➔
➔
➔ ➔
✔
✔
Learning 2
design
Feature phone Design 1
-
2x
1 ➔
✘ ➔
Feature phone Design 2
-
3x
1
➔ ✔
➔
SA
India
CAPI
$ $ $
20 min
2 weeks
Mobile
$ 5 min
2 weeks
Learning 4
costs & timing
For hard to reach target group
Use for tactical purposes - test a small
number of essential claims
Use for quick insight, not for extensive
stories
Sample shouldn’t be too challenging or
specific - should fit the sample available
Use feature phones to target only the
lower social classes - either as only
target, or part of a bigger study
Recommendations
Robin de Rooij Director Asia Pacific
T +65 6597 2800
M +65 8571 3818